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Rhinelander: Monday, January 29, 2018 

Ms. Jyoti Auluck, Founder, President and CEO of Rhinelander Brewing Company is pleased to announce Grand Opening of our Taproom located in our newly renovated building located at 43 South in downtown Rhinelander, WI on Friday 12 noon February 9th 2018.  We are also actively participating in the annual Taste of Choclate Event being held on Feb 9 by the Rhinelander Chamber of Commerce, tickets for which are also available at our Gift Shop. 

The new Taproom has been fully renovated over the last 3 months.  The building has brand new signage in front and the entire renovation was done with an authentic Northwoods theme, under the leadership of our Rhinelander based staff.  The  Rhinelander area contractors and suppliers who were used exclusively for the renovation work did quality work and completed the work in a timely fashion.     

The new Taproom offers Hodag Beers/Rhinelander Brewery branded Growlers at the most competitive prices and of course, 10 of our tastiest craft, lager and light beers.  The beers offered include Rhinelander Lagers, Uptown Girl Light Beer, Thirsty Miner American IPA, Double IPA and Chocolate Stout, 4 other beers and of course, the Rhinelander Shorty. Our Gift and Bottle Shop has been greatly expanded with much more selection.

A number of new items have been added to the Rhinelander Brewery Museum, including dozens of old Shorty Cartoon posters.  Ms. Auluck is urging local residents to donate additional items to the brewery any historic Rhinelander Brewery memorabilia.  Donated items are being displayed for enjoyment by locals and visitors alike.  The donators’ names will be acknowledged in the museum with the display of the artifacts.   

As all the beer enthusiasts in the Northwoods already know, the Brewery has hired a local brewer and craft beer enthusiast Al Ewan to be the new brewmaster and Brenda O’Rourke is the manager of the Taproom, retail Store and bottle Shop. 


Even more exciting: We are giving away free Hodag Beers/Rhinelander Brewery Growlers with fills and free Growlers have no quantity limits.  In addition, we are offering the lowest price in America - $5.95 for a case of 24 bottles of Route 66 Beer case of 24 Bottles for $5.95.  There are no quantitiy limits on this sale and is valid  from now until 9 PM on Friday February 9, 2018. 


As people in the Midwest will recall fondly, the historic Rhinelander Brewery produced the finest beers at its brewery from 1882 to 1967, owned by Otto Hilgermann and Henry Danner located at Ocala Street in Rhinelander, next to the  Pelican River. The former brewery location is now the Eye Clinic of Wisconsin at 2 E Ocala St.  It was closed just like hundreds of other breweries closed with the advent (and aggressive tactics) of multi-national mega breweries.  Interestingly, Mr. Hilgermann and his family lived in the house across the street from the brewery  at 919 Arbutus St.  complete with a 5 foot tunnel under the street and a 2 inch beer pipeline to his house.  For many decades, Rhinelander Shorty was the most successful regional brand sold in the Midwest.

During the period from 1882 to 1967, Rhinelander Brewery put Rhinelander on the map.  The returnable Rhinelander Export Lager and of course, the Rhinelander 7 oz Shorty is still etched in the memory of millions of Midwesterners.  The historic Joseph Huber Brewery in Monroe, WI kept on producing Rhinelander beers in the 12 oz  returnables from 1970s for another 35 years.  The famous Rhinelander returnables lost their lustre in the early 2000s when the customers gradually stopped bringing back their Rhinelander returnable bottles.  Joseph Huber Brewery switched Rhinelander beer to cans and soon the Northwoods lost one of its most famous beers.

In June 2011, the Canadian born Ms. Auluck re-launched Rhinelander Shorty with  great success.  It took her 2 years, requiring a sizeable capital investment and acquiring the original recipe and taste of the original Rhinelander Shorty beer.      

The response throughout Wisconsin and the Midwest was nothing short of amazing.  Almost every retail store and bar started selling the Rhinelander Shorty throughout US and parts of Canada.   

Keeping the “best quality” that the original Rhinelander Brewery stuck to for 85 years of its existence, Ms. Auluck expanded the Rhinelander family of beers to Rhinelander Lager and Rhinelander Light 12oz, Thirsty Miner Craft Beers, as well as seasonal Rhinelander Oktoberfest. Also in early 2016, she launched her Rhinelander Hard Root Beer and her company now sells over 1 million pints of beers per year throughout the country making it one of the largest breweries in Wisconsin.

It should be noted that Rhinelander Brewing Company’s new location on Brown Street  sells a lot of its beers and other alcoholic products but it does NOT sell its own products that are carried and marketed by other Rhinelander based retailers.  This is Ms. Auluck's way of supporting local businesses and a way of thanking Trig’s Cellar 70, Stein’s, WalMart, House of Spirits and other local retailers who have supported her immensely over the last 7 years, thereby contributing greatly to her success. 

Ms. Jyoti Auluck, President & CEO of Rhinelander Brewing Co is available for interviews.  E-mail her at or by telephone at (715) 550-BEER.

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